Mendelson, Haim; Parlaktürk, Ali K. - In: Manufacturing & Service Operations Management 10 (2008) 3, pp. 377-390
We consider a duopoly market with heterogeneous customer tastes. The firms play a two-stage game. First, each firm chooses whether to invest in mass customization, which would enable it to offer customized products that increasingly match each customer's ideal product as the chosen customization...